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Tuesday, 10 June 2014

Selling and @FIFAWorldCup #Brazil2014 , Social Media and the shadow of 2022

"Obrigado Brasil pela recepcao calorosa", which
translates as "Thank you Brazil for your warm welcome" read a banner
held by the England football squad at their training centre in Rio.

They were then serenaded
with a version of 'We Are The Champions' and traditional music from a samba band
from the Bola Pra Frente favela.

Yet it was FIFA, the body responsible for the beautiful game of soccer who headed our football news last night. This story about alleged wrongdoing over the 2022 bid has emerged just as the soccer festival begins in Brazil.

The alleged bribery story was exposed by The Sunday Times. One of the FIFA Corporate Partners Sony has demanded an
investigation into the alleged bribes.

Sony
stated "As a FiFA partner, we
expect these allegations to be investigated appropriately."

"We
continue to expect FIFA to adhere to its principles of integrity ethics and
fair play across all aspects of its operations," it added.

Sony,
Adidas ,Coca Cola. Hyundai / Kia, Emirates, Visa are the six main FIFA sponsors
who collectively paid around $180m last year. Most have now followed Sony’s
lead.

Their statements have stressed “principles
of integrity, ethics and fair play across all aspects of FIFA’s operation”.

Sony's
sponsorship agreement expires this year, which gives it particular leverage as
it negotiates a new deal.

“We
expect FIFA will take the appropriate actions to respond to the report and its
recommendations,” said Melissa Cassar, a spokeswoman for Foster City,
California-based Visa, in an e-mail. “We will continue to monitor its internal
investigation.”

Hyundai Motor Co. is
“confident that FIFA is taking these allegations seriously and that the
Investigatory Chamber of the FIFA Ethics Committee will conduct a thorough
investigation,” the South Korean FIFA partner said in an e-mail.

“Anything that detracts from the mission and ideals of the FIFA World Cup is a concern to us, but we are confident that FIFA is taking these allegations very seriously and is investigating them thoroughly,” Alison Brubaker, a spokeswoman for Atlanta-basedCoke, wrote in an e-mail.

Anheuser-Busch inBev NV also is monitoring the situation, Laura Vallis, a spokeswoman for the Leuven, Belgium-based company, in an e-mail. “We expect FIFA to take all necessary steps to address the issue”

The real world factors of the marketing model PESTLE will still play crucial role for the main sponsors. The world cup in Brazil and after will be affected by factors such as politics, economics, society,technology, legal issues and environmental which will bubble on during the tournament and beyond.

For the 2014 tournament it is expected there will be a big increase in brand promotion via social
media.

A number of social media pundits suggest Digital consumption will be central
to the 2014 World Cup. Paolo Ito's mural went viral.

Twitter and football go hand in hand : in the UK
specifically, research from @globalwebindex shows that

• 90% of
Twitter users in the UK will be watching the World Cup

• Over two
thirds of UK users use Twitter for something football related

• 43% of
people on Twitter in the UK follow football clubs, with all 20

PremierLeague clubs active on Twitter

• 54% of
football lovers say that news breaks fastest on Twitter

• 40% of UK
users tweet when there is a goal, and 61% tweet post-match

Apparently
Brazil is Facebook's second largest
market and provides YouTube with its second most unique visitors. There will a
tsunami of engagement which sponsors
will no doubt be geared up to exploit.

Yet brands are becoming increasingly aware of the importance of
showing the public they are aware
that there is a social aspect to being a sponsor for such huge sporting extravaganzas.

Some of the Brazilian political protesters may see an advantage of pointing the finger of guilt around the World Cup costs
onto the sponsors if conventional strikes and protest don't get media coverage.

The sponsors have paid anything from an estimated £8m to
£120m to have their names associated with what is one of the biggest events
in global sport.

Meanwhile,
FIFA has benefitted. Selling the rights

By selling the rights for firms to be associated with
the event, it is estimated to make some £850m over a four-year World Cup cycle,
making up the majority of its non-TV revenues during such a period.

With the 2014 tournament just days away, it means it is not
just the 32 national teams competing that are fine-tuning their plans, but also
the 22 corporate sponsors. FIFA will want to kick the 2022 bid issues into the long grass...........( depending on announcements from Sepp Blatter or Mr Garcia )

Good luck to Roy Hodgson and the England team (especially 'Lamps' if he plays) on Saturday, against Italy in Manaus, Brazil. Let's rejoice in joy of football and Brazil not forgetting the sponsors Vauxhall, Mars, Budweiser, McDonald’s,
and William Hill, Carlsberg, Nivea
for Men, Samsung, Lucozade Sport, EE, Marks and Spencer for the team England!!!!.Good selling ,Good Samba, Good Football

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About Me

I have been a training consultant for 30 years.
I also research Buyers Views of Sales people for an ongoing research study I have done for the last twelve years
The majority of photographs, videos and audios in this blog are taken on my new Fujifilm Fine pix T from May 2012 The Pencil Sketches are mine also